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{{Infobox Beverage
|name=Chivas Regal
|image=
|type=[[Scotch whisky]]
|proof=80
|manufacturer=[[Chivas Brothers]]
|origin=[[Scotland]]
|introduced=1801
|discontinued= 
|related= [[Royal Salute whisky]]
|variants= 12 Year Old, 18 Year Old, 25 year Old
}}
[[Image:Chivas range.jpg|thumb|right|]]
'''Chivas Regal''' is a premium [[Scotch whisky]] produced by Chivas Brothers, founded in 1801 in Aberdeen, [[Scotland]]. The Chivas brand's home is [[Strathisla Single Malt|Strathisla Distillery]] at [[Keith, Moray]] in [[Speyside]], [[Scotland]].

Chivas Regal is one of the best selling premium whiskies in the world, available in over 200 countries. It is the best selling premium Scotch whisky in Europe and Asia Pacific and is rated one of the world's most powerful spirits brands. <ref>[http://www.talkingretail.com/a/main/063D8AEA-1B92-11D9-A258-B96F2D727A86/24D5311A-FD58-11DB-9B22-D3C69413052D/7C0BD2B6-FE2C-11DB-AD59-BF0B09059D95.pdf The Power 100] </ref> Chivas Regal is one of the best performing spirits brands globally, with sales having grown by 40% over the last four years.{{Fact|date=March 2009}}

==Chivas Regal Family==

Chivas Regal whiskies are blended in a distinctive house style of a mellow, honeyed flavour.<ref name="Superbrands">{{cite web|url=http://www.superbrands.easysite.org/files/ChivasRegal_4072.pdf|title=Chivas Regal|format=pdf|accessdate=2008-09-12}}</ref>
*Chivas Regal 12 Year Old: Blended from whiskies matured for at least 12 years. A smooth whisky with a honeyed, mellow taste.
*Chivas Regal 18 Year Old: Blended from whiskies matured for at least 18 years. Chocolate and orange notes, some citrus and spice on the nose and a full, fruity, citrusy and spicy palate, with sherry notes to finish.<ref>[http://www.royalmilewhiskies.com/product.asp?pf_id=0010000007510 Royal Mile Whiskies Review]</ref>
*Chivas Regal 25 Year Old: Created using whiskies aged at least 25 years; available only in limited quantities with a retail price of c$300.<ref>{{cite web|title=Chivas Regal Unveils Chivas Regal 25 Year Old As A Tribute To The World's First Luxury Blended Scotch Whisky|url=http://www.drinksmediawire.com/afficher_cdp.asp?id=1998&lng=2|work=Drinks Media Wire|date=2007-10-01|accessdate=2008-09-12}}</ref> The blend has tasting notes of apricot and peach.

==History==

'''1640''': The House of Schivas, a large mansion, is built at Schivas in Aberdeenshire. The name is derived from the Gaelic 'seamhas', meaning narrow place. For centuries, people nearby took the name of Chivas. {{Fact|date=March 2009}}

'''1801''': Chivas Brothers traces its roots to the opening of a grocery store in Aberdeen. The store sold luxury foodstuffs such as coffee, exotic spices, French brandies, and Caribbean rums to a wealthy clientèle. Chivas Brothers started to produce a smooth blended whisky as an alternative to the whiskies available at that time, which were often harsh and poorly matured.{{Fact|date=March 2009}}   

'''1843''': Chivas Brothers were granted a Royal Warrant to supply goods to [[Queen Victoria]]. Chivas Brothers was described in 1890 as 'undoubtedly the finest purveying business in the north of Scotland' by 'Scotland of Today' magazine.{{Fact|date=March 2009}}

'''1909''': Chivas Regal 25 Year Old was launched as the original luxury Scotch, and soon became a leading brand in the U.S, where the booming economy after the turn of the century was fuelling demand for luxury goods.  Chivas Regal continued its success until prohibition in the 1920s.<ref>[http://lastheplace.com/2007/10/15/celebrities-and-vips-celebrate-the-launch-of-chivas-regal-25-year-old-scotch-whisky/]</ref> 

'''1949''': Chivas Regal was purchased by [[Seagrams]], which provided a much wider distribution and marketing system.

'''1950s''': Chivas Regal was re-launched in the U.S following the disruption of both prohibition and World War II, and became a fashionable drink of the era, becoming a firm favourite with [[Frank Sinatra]] and the rest of the [[Rat Pack]].<ref name="Superbrands"/>Sinatra requested Chivas Regal as well as many other booze brands backstage at performances,<ref>[http://www.post-gazette.com/magazine/19990108backstage4.asp Catering company dishes out fine food and gossip in 'Backstage Passes'<!-- Bot generated title -->]</ref> and Chivas sponsored Frank Sinatra's Diamond Jubilee Tour in 1990.

Owing to this success, The Company Chivas Brothers was finally able to buy the Strathisla Distillery which produces the sweet, honeyed malt whisky at the heart of the Chivas Regal blend.

'''1997''': Master Blender Colin Scott created a new blend of aged whiskies to produce Chivas Regal 18 Year Old.

'''2000''': Chivas Regal was acquired by [[Pernod Ricard]] upon the break up of Seagrams Group.

'''2001''': Chivas Regal becomes widely available in China, where as with the U.S in the early 20th century, the economic boom is driving demand for luxury goods. Chivas Regal is now the most popular premium spirit brand in China.

'''2007''': Chivas Regal 25 Year Old, created by Master Blender Colin Scott is launched at an event at the New York Public Library, attended by stars such as [[Julianne Moore]], [[Lucy Liu]], [[Diana Krall]], and [[Daniel Wu]].

'''2007''': Chivas Regal sales reach a record high of over 4.4 million 9 litre cases.

==The Strathisla Distillery==

[[Image:Scotland Strathisla distillery.jpg|thumb|right|]]

Chivas Regal is produced in [[Speyside]], in the oldest working distillery in the Highlands of Scotland - [[Strathisla Single Malt|Strathisla Distillery]].

[[Strathisla Single Malt]]s have a natural sweetness and help to provide the distinctive taste of Chivas Regal. Being a blended whisky, quality and consistency of taste are more readily and steadfastly held.

==Chivas Regal Marketing==

In 2009, Chivas Regal launch a new global advertising campaign, to run across all continents.  ''''Live with Chivalry'''' was created by the Euro RSCG advertising agency. The campaign features TV, press, and outdoor advertising.

Chivas Regal recently sponsored [[The Black Eyed Peas]], [[Robbie Williams]], [[Beyonce]]’s, and [[Christina Aguilera]]’s tours in Asia.

==In Popular Culture==

In the television show Boston Legal, Denny Crane (William Shatner) and Alan Shore (James Spader) can be seen at the end of every episode drinking Chivas and smoking cigars on the practice's balcony.  While they never mention Chivas by name, the bottle is often in plain sight.

The Australian rap group, [[The Hilltop Hoods]], mention Chivas Regal in their song What A Great Night (DNR). "Chivas Regal you rock the house...".

American singer/songwriter [[Kelly Clarkson]] pays tribute to the drink on her latest album "[[My December]]". The song "Chivas" is a [[hidden track]] which can be found after the song "Irvine." Clarkson wrote the song on bar napkins on the same night, before going for a concert by Los Angeles based band [[Metal Skool]] where she was famously seen drinking Chivas Regal, in a popular [[YouTube]] video when the singer was brought on stage to sing with the band.

Edward Norton, in the film ''American History X'', refers to Rodney King as having been "hopped up on Chivas regal and PCP" during the time of his famous beating given by the Los Angeles Police in 1991.

Rappers The Beastie Boys also mention Chivas Regal in their song "Brass Monkey," with the line, "We're offered Moet we don't mind Chivas, wherever we go with bring the Monkey with us!"

The brand is also mentioned in Scottish rock band The Almighty's song Bandaged Knees from their second studio album Soul Destruction.

American singer/songwriter [[Tom Waits]] mentions Chivas Regal in his song "Downtown" from the album [[Heartattack and Vine]]. ''"Drinkin' [[Chivas Regal]] in a four dollar room."''

In the film and book [[Fear and Loathing in Las Vegas]], Hunter S. Thompson (Raoul Duke) orders a bottle of Chivas Regal from room service whilst staying at [[The Flamingo]].  Chivas was a favourite spirit of Thompson's, and he was fond of a beverage he called a 'Snow Cone' which was Chivas Regal poured over crushed ice.{{Fact|date=March 2009}}

Chivas was the favorite drink of private investigator Travis McGee, in the John D. MacDonald series of novels.

Chivas was also one of Jim Morrison's favorite drinks. {{Fact|date=March 2009}}

==References==
{{reflist}}

General references:
* ''"A Double Scotch"'' by F. Paul Pacult. ©2005 John Wiley & Sons ISBN 0-471-66271-2
* ''"Cool Brands: An insight into some of Britain's coolest brands"'' ©2006 Superbrands Ltd ISBN 1-905652-03-8 *[http://www.superbrands.easysite.org/files/ChivasRegal_4072.pdf History of Chivas Regal from Superbrands.com]
* ''"Scotland of Today"'' Published May 3, 1890.

==External links==
{{commonscat|Chivas Regal}}
*[http://www.chivas.com Chivas Regal Official site]
*[http://www.maltwhiskydistilleries.com/Distilleries/Welcome/Strathisla/tabid/65/Default.aspx Strathisla Distillery, home of Chivas Regal]
*[http://www.superbrands.easysite.org/files/ChivasRegal_4072.pdf History of Chivas Regal from Superbrands.com]
*[http://www.whisky-distilleries.info/Strathisla_EN.shtml Whisky Distilleries]
*[http://www.uisge.com/wt/d/strathisla.html Strathisla Distillery]
*[http://www.pernod-ricard.com Pernod Ricard Parent Company Homepage]

[[Category:Scottish blended whisky]]
[[Category:Pernod Ricard brands]]
[[Category:1801 introductions]]

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